The Internal Mechanism and Practical Path of the “Rural Live Streaming” in Promoting Rural Revitalization

乡村振兴战略是我国关系国计民生的重大战略，是新时代新征程“三农”工作的总抓手。“村播”模式作为农村电商的新兴业态，通过直播技术重构农产品产销链路，为乡村振兴注入新动能。本文基于理论与实践的双重视角，对“村播”模式助力乡村振兴的内在机理进行剖析，揭示了当前“村播”模式发展面临的困境，并提出切实有效的实践路径。结果显示，“村播”模式的发展仍存在制度性障碍、产业性瓶颈、市场性掣肘及主体性制约等问题，亟需制定出针对性的改进措施，以推动农村电商的可持续发展，为乡村振兴战略的实施提供有力支撑。The strategy of rural revitalization is a major strategy concerning the national economy and people’s livelihood in China, and it’s the general starting point of the work of the “three rural areas” in the new era and new journey. As a new form of rural e-commerce, the “rural live streaming” reconfigures the production and marketing chain of agricultural products through live broadcasting technology, injecting new energy for rural revitalization. Based on the dual perspective of theory and practice, this paper analyzes the internal mechanism of “rural live streaming” mode to help rural revitalization, reveals the current dilemma faced by the development of “rural live streaming” mode, and puts forward a practical and effective practice path. The results show that there are still institutional obstacles, industrial bottlenecks, market constraints and subjective constraints in the development of “rural live streaming”, and it’s urgent to make targeted improvement measures to promote the sustainable development of rural e-commerce, and provide strong support for the implementation of rural revitalization strategy.